AI made this. Kind of.
At Hubert + Partners, our journey with AI started like it did for many creative teams—just a smart way to speed up ideation. We used it to sketch out concepts, build moodboards, enhance presentations, and generate quick visual inspiration. It was a creative sidekick. Helpful, but not mission-critical.
But things moved fast.
As the tools evolved, so did our use of them. Today, AI plays a central role in real production workflows. We’re creating brand videos, trailers, visual assets, and campaign content for international clients powered by a mix of human creativity and AI power. What started as a helper has become a real collaborator.
The ecosystem of tools is expanding by the day. We test, combine, and experiment constantly. ChatGPT, Deepseek, Photoshop AI, Adobe Firefly, Midjourney, Kling AI, HeyGen, ElevenLabs, Otter.ai, Veo 3—each with its strengths and quirks. The only way to stay ahead? Use them daily. Like hourly. Learn what they can and can’t do.
And while the results are impressive, they’re not perfect. Not yet. The tools still rely on our imagination, direction, and judgment to produce something truly great. Midjourney might create beautiful images, but it still struggles with logic. ChatGPT understands language, but its visuals still feel unmistakably “AI.”
So, will AI replace creatives?
YO! Yes and no.
Some tasks are already being automated. Some roles will evolve—or disappear. Especially in the mid-professional layer (think Canva users, self-taught freelancers, or small business DIYers). But high-level creative thinking? Strategy? Taste? That still can’t be generated on command.
Like every big software shift, this is a new chapter—full of opportunity, friction, and rapid change. The best thing we can do is stay curious, adapt fast, and keep creating smarter.
We can’t predict the future—and honestly, the speed of change makes it nearly impossible for anyone to say how this will all turn out.
These thoughts aren’t forecasts. They’re simply a reflection of what we’re seeing right now—based on real projects, constant experimentation, and the tools we use every day.
Stay curious. Learn AI. Use it.
PS: I hope you like some of our Gen AI creative experimentation examples